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Social Selling: Stick to It!

By Richard Doyle | @Deverons1

Reading a recent management journal, I came across a new article by Ken Blanchard that reads “Too often companies spend too much time finding and peddling the hot new management concept. How many leadership programs do you need to make a positive difference in your organization? Only one if you stick to it.”

Putting aside that all leadership programs (ill defined concept that it is) are not all equal and that very few are applicable in many organizations, Blanchard is right. The phenomenon he mentions is very prevalent.

Repeatedly, organizations get on a management philosophy / leadership style / innovative concept bandwagon, and devote enormous time, money and energy to learn and implement a new way of doing things.

But that initiative rarely lasts.  After one or two months the enthusiasm from the leader’s motivational speeches ends and everyone goes back to square one to wait for the next wagon.  And of course, each failed implementation of a promised panacea reduces the credibility of management and the belief that things will ever change.

Blanchard suggests that many of these failed programs would likely have been beneficial, if only the organisation stuck to it.  That might be so, but unless they were ever implemented, we’ll never know whether the programs were indeed effective or not.

Staying the course with social selling

And this brings us to the key issue in this ubiquitous organisational performance problem. “Sticking to it” is easy to say; as if it’s just the result of the managers not trying hard enough, or lacking the will to persevere. But this attitudinal or personal characteristic of not completing new initiatives misses the real problem.  

The real problem is almost always because the organisation, not just the manager, has neither the inherent means nor the skills to implement change.  Irrespective of whatever initiative was on the bandwagon, the organisation was unable to instill the new way of doing things in its operation.

Today, social selling is an opportunity for companies to more effectively engage with customers and avoid the challenges of unreturned cold calls, deleted emails and unrequested office visits.

A good social selling strategy and process will provide the opportunity to get to customers you didn’t even know existed with proper targeting and relationship building.

Get support from the top

That said, whether its social selling or any other initiative, if the top does not support it and constantly inspect the process, the strategy is for naught.

Social selling is a great opportunity. In order for it to be effective, everyone in the company must embrace it and the only way that happens is if the top embraces and uses it.

Also, don’t think that your current team is capable of making this happen. If they were, you would already be realizing the tremendous return on your investment as opposed to small incremental growth each year.

Social selling is transformational and a game changer. To truly become a leader in this area, find a reputable firm to support your people in the implementation.


Digital Leadership Associates: We are Global Social Media Management Consultancy. We do three things:
Social Media StrategySocial Selling and Social Media Management. Drop us an email or call one of our founders on 00 44 7823 534 557 and let’s talk about how we can make an impact on your organisation.

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